Creativity. Each one has their own take on this loosely defined term, but that which holds a steadily accepted ideology amongst societies.
But that doesn’t mean we will stop trying to look for a fitting definition. Therefore, I’m here today to raise a view which will hopefully give this ambiguous term a bit more form.
To me, creativity is a manifestation of something different from the usual by-product of all the limitations and barriers possible. This ‘different’ does not have to be something that is socially defined as ‘beautiful’ or ‘horrendous’, but just, different.
For example, I know of a person who has a different take on ‘thinking outside the box.’ To him, he said that he does not think outside the box, but tears it apart to create origami from it. Different, right?
What made him think that way?
My explanation is that there were three key motives that led him to his perspective:
a) He was given a box, a parameter.
b) He was aware of the usual thoughts associated with this statement.
c) There existed a strong urge/motive to stand out.
And, based on all the above, his mind accordingly worked.
Our thought process, I believe, starts by analyzing the parameters [limitations and barriers], that exist. We then move towards creating something from these forms; however, it is up to us to decide whether or not what we want create something that is of the norm, or something against the norm.
Let’s take a second example: A client’s brief to its creative agency.
My first experience in an advertising agency showed me, in some situations, just how limiting a brief provided by a client could be. Many of the designers complained that the client did not “know a thing!” and the account handlers would chide them to “just do it” because “they asked for it”.
It was then that I realized there’s more that one way to approach “what the client wants”. Firstly, an understanding of what and why they wanted it was a must; perhaps there were real business problems they were trying to address, and firmly believed that the only solution was to add that extra piece information. Secondly, to look analyze the goal of the campaign. Once we thoroughly understood the form, it was then up to us to create something ‘different’ or ‘creative’.
No one is saying you have to stick to the usual, conformed techniques set within the barriers, so long as you work with the barriers and create something ‘different’.
To me, that is creativity. It’s all up to you. And that’s what makes this world so interesting; no one person is the same as the other.